The implicit argument: any other milk is dumb. The extent to which consumers need to be complimented on their purchases—especially by their purchases. The extent to which commodities attempt to differentiate themselves via symbolism and “soft” arguments.

My question: Who decided mauve would be a good color for a milk carton?

I think a comparative study of milk cartons—across time, across brands, across regions—would be a fascinating book. Bottles and Cartons: Our Changing Relationship with the Packaging of Milk. 

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